Hawaii Tourism’s Big Reset: The push to attract more than just beach tourism
- March 18, 2023
Hawaii’s tourism industry is a vital part of its economy, contributing to over 20% of the state’s GDP and employing over 200,000 people. However, the COVID-19 pandemic has had a significant impact on the industry, resulting in decreased visitor numbers and revenue.
In response to these challenges, the Hawaii Tourism Authority made a strategic decision to reset its U.S. marketing contract, with the aim of promoting sustainable tourism practices and diversifying the state’s tourism offerings. For many years, Hawaii’s marketing efforts have been primarily focused on attracting budget travelers to the state’s beaches, which has resulted in issues such as overcrowding and a strain on local resources. By resetting the contract, Hawaii’s tourism officials aim to attract a more diverse range of visitors interested in cultural tourism, adventure tourism, and other experiences beyond just beach tourism.
The reset includes several key decisions that will have significant implications for Hawaii’s tourism industry. First, the state will shift its marketing focus away from beach tourism and towards a more diversified range of experiences. This will involve promoting Hawaii’s cultural attractions, adventure activities such as hiking and surfing, and other unique experiences that the state has to offer.
Secondly, the reset involves a significant increase in marketing spending with the state committing to investing more in targeted marketing campaigns aimed at attracting visitors from key markets such as Japan, Australia, and the U.S. mainland.
The state will also work closely with the tourism industry to develop sustainable tourism practices and minimize the negative impacts of tourism on local communities and resources. This includes initiatives such as promoting responsible tourism and supporting local businesses that are committed to sustainable practices.
The significance of these decisions cannot be overstated. The reset of the U.S. marketing contract is a crucial step in Hawaii’s recovery and long-term sustainability. The effects of these decisions can already be seen in Hawaii’s tourism industry. For example, the state’s increased focus on cultural tourism has led to a rise in visitors to attractions such as the Polynesian Cultural Center and Hawaii Volcanoes National Park. The state’s emphasis on adventure tourism has also led to an increase in visitors interested in activities such as hiking, surfing, and zip-lining.
However, there have also been some challenges associated with the reset. For example, some local businesses have expressed concerns that the shift in marketing focus may hurt their bottom line as visitors who are interested in different types of experiences may spend less money on traditional tourism activities such as dining and shopping. Others express that the shift in marketing focus may alienate previous visitors and hurt local businesses that rely on tourism. There are also criticisms that the government did not consult enough with local stakeholders and businesses before making the decision.
While there may be some short-term challenges associated with the reset, the long-term benefits for Hawaii’s economy and local communities are likely to be significant. By working closely with the tourism industry and promoting sustainable practices, Hawaii can continue to attract visitors from around the world and offer them unique and memorable experiences that they will cherish for years to come.
Positive impacts
Diversification of tourism: The reset of the marketing contract aims to shift Hawaii’s tourism focus away from traditional beach tourism and towards a more diversified range of experiences such as cultural and adventure tourism. This will attract a broader range of visitors and reduce the reliance on a single tourism segment, making the industry more resilient in the long term.
Increased marketing spending: The reset involves a significant increase in marketing spending, which will attract more visitors and generate more revenue for the state and local businesses. This increased spending may also create new job opportunities and boost the local economy.
Sustainability initiatives: The reset includes sustainability initiatives aimed at minimizing the negative impact of tourism on local resources and communities. This will help preserve Hawaii’s natural beauty and cultural heritage, which are key attractions for visitors.
Negative impacts
Short-term disruption: The shift in marketing focus may disrupt local businesses that have relied on beach tourism in the past. It may take time for these businesses to adapt to the new marketing strategy and attract visitors interested in different types of experiences. This could result in a temporary decrease in revenue and employment opportunities for some stakeholders.
Increased competition: The shift towards a more diversified range of experiences may increase competition among local businesses, as they compete for visitors interested in different types of experiences. This could lead to lower profit margins for some businesses.
Perception and image: The shift in marketing focus may impact the perception and image of Hawaii as a tourist destination, which could affect visitor numbers and revenue. It is important to ensure that the new marketing strategy effectively promotes Hawaii’s unique attractions and does not give the impression that the state is abandoning its beach tourism industry.
While the shift in marketing focus and sustainability initiatives are likely to have long-term benefits, there may be short-term disruptions and challenges that need to be addressed. Ultimately, it is important for the state and local businesses to work together to ensure that Hawaii remains a top tourist destination while also promoting sustainable tourism practices that benefit both visitors and local communities.
Ways to mitigate the negative impact of the reset
The Hawaii government can work with local businesses and stakeholders to ensure they are involved in the development of new marketing strategies and initiatives. They can also invest in sustainable infrastructure to create new job opportunities and improve the quality of life for local communities.
The government can work with them in the following ways:
Consultation and collaboration: The government can consult and collaborate with local businesses and stakeholders to ensure that the new marketing strategy and sustainability initiatives align with their interests and needs. This will help to ensure that the new approach is viable and supported by the industry, reducing the risk of disruption and negative impacts.
Support for transition: The government can provide support to businesses and stakeholders during the transition to the new marketing strategy. This can include financial support, marketing assistance, and training for businesses to adapt to the new focus on diversified experiences. This will help to reduce the short-term disruptions and challenges that businesses may face.
Promotion of local businesses: The government can promote local businesses that align with the new marketing strategy and sustainability initiatives. This can include highlighting their unique offerings and experiences, providing marketing and promotional support, and working with travel agents and tour operators to promote local businesses to visitors. This will help to ensure that the new marketing strategy benefits local businesses and stakeholders.
Investment in infrastructure: The government can invest in infrastructure that supports the new marketing strategy and sustainability initiatives. This can include developing new cultural and adventure tourism experiences, improving transportation and accommodation options, and investing in sustainable infrastructure such as renewable energy and waste management. This will help to attract visitors interested in different types of experiences and promote sustainable tourism practices.
Initiatives, Campaigns, and Marketing Strategies
Several initiatives, campaigns, and marketing strategies have been developed to aid the reset, including the Mālama Hawaii campaign, the ‘Hawaii: A New Chapter’ marketing campaign, partnership with travel agents and tour operators, and investment in sustainable infrastructure. These initiatives have helped to promote Hawaii’s new marketing strategy and sustainability initiatives, and have attracted visitors interested in different types of experiences.
There are several initiatives, campaigns, and marketing strategies that have been developed to aid the reset of Hawaii’s U.S. marketing contract. These include:
The Mālama Hawaii campaign: This campaign was launched by the Hawaii Tourism Authority in 2020 to promote sustainable tourism practices and encourage visitors to respect the state’s natural resources and local communities. The campaign included a pledge for visitors to sign, committing to responsible tourism practices, and a series of educational videos and social media content. The campaign has been well-received by visitors and locals alike and has helped to promote Hawaii as a destination committed to sustainability.
The ‘Hawaii: A New Chapter’ marketing campaign: This campaign was launched in early 2021 by the Hawaii Tourism Authority to promote the state’s new marketing strategy, which focuses on diversified experiences such as culture, cuisine, and adventure. The campaign included a series of TV commercials, digital ads, and social media content showcasing Hawaii’s unique offerings and highlighting the state’s commitment to sustainability. The campaign has received positive feedback and has helped to attract visitors interested in different types of experiences.
Partnership with travel agents and tour operators: The Hawaii Tourism Authority has partnered with travel agents and tour operators to promote local businesses and experiences aligned with the new marketing strategy. These partnerships have included training for travel agents and tour operators on the new marketing strategy, as well as promotional support and incentives for promoting local businesses. These partnerships have helped to increase awareness and demand for Hawaii’s diversified experiences, benefitting local businesses and the state’s economy.
Investment in sustainable infrastructure: The state government has invested in sustainable infrastructure such as renewable energy, waste management, and sustainable transportation. These investments not only promote sustainability but also create new job opportunities and improve the quality of life for local communities. The investment in sustainable infrastructure also helps to ensure that Hawaii can accommodate increased visitor numbers while reducing negative impacts on the environment and local communities.
While it is still early to assess their long-term impact, they have shown promising results in increasing awareness and demand for Hawaii’s diversified experiences and promoting sustainability.
What does the future hold for tourism in Hawaii?
The future of tourism in Hawaii looks promising with the reset of the U.S. marketing contract. However, there are several challenges that need to be addressed in order to ensure a sustainable and prosperous future for Hawaii’s tourism industry. By working together and implementing effective strategies, Hawaii can navigate these challenges and emerge as a leader in sustainable tourism practices and diversified tourism offerings.
Another challenge is the need to adapt to new marketing strategies and campaigns. The reset has reduced funding for traditional advertising and shifted towards digital marketing and partnerships with travel agents and tour operators. This requires local businesses and stakeholders to adapt to new marketing channels and strategies, which can be a significant undertaking.
There is a need to balance the interests of stakeholders with the need to promote sustainable tourism practices. Stakeholders have a vested interest in the success of Hawaii’s tourism industry, but it is also essential to promote sustainable tourism practices to preserve the state’s natural environment and cultural heritage.
The reset of Hawaii’s U.S. marketing contract is a strategic decision that aims to promote sustainable tourism practices and diversify the state’s tourism offerings. While it poses challenges, it also offers opportunities for local businesses and communities to benefit from increased visitor numbers and a more diverse range of experiences. With the right approach and initiatives, the reset can ensure Hawaii
